Bankruptcy Or Collapse? Designer Industry Encountered Cold Winter

Now is not the best time for the fashion industry, nor is it the spring of independent designer brand.

In addition to following the industry ecology and adjusting the product and delivery structure in time, the pace of pformation and expansion also needs effective control.

When the designer Jonathan Saunders is about to close the brand of the same name, the news has brought the whole industry's concussion.

The British brand, founded in 2003, was once popular. Its brand was also one of the highlights of the London Fashion week schedule. At the beginning of the year, the brand also welcomed Eiesha Bharti Pasricha, an investor from India, also an investor of Roksanda, and was appointed to CEO in July.

The sudden turn of events is a spectacle.

Jonathan Saunders

However, Jonathan Saunders is not a case. The Kris Van Assche, which had been completely exhausted before it was shut down, was bankrupted and reorganized through bankruptcy Doma Damir, and it wanted to invest in Reed Krakoff and Band of Krakoff in the low end market. The designer brand of these bottleneck period is not crumble or struggling on the brink of collapse.

What can we do to save designer brand?

Reed Krakoff

As the main source of profit for fashion brands, accessories are always the key to retail.

tradition

Through the introduction of accessories, an entry-level price threshold is set up to attract consumers who are not yet able to buy Seasonal garments, and try to spread the brand effect through the identification of accessories.

Gucci has appointed the director of accessories department for two consecutive times as the creative director, and the degree of attention is obvious. While the designer brand is immersed in the misconception of accessories, it is not Reed Krakoff.

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Reed Krakoff

The former creative director of Coach, the luggage and leather goods brand of the United States, and Reed Krakoff, who twice won the American fashion designers' CFDA annual accessories designer, naturally put the accessories mode in the brand of the same name.

Krakoff resigned from the Coach Inc. group in 2013 and redeemed the same brand business in the same year. Handbag business accounted for 70% of the total retail sales.

* Band of Outsiders

The fact is that from handbags to the entire accessories field is declining, the brand's cash in the cards began to fail in the second quarter of 2014, and the market for accessories has presented a series of atrophy.

This is followed by the traditional luxury luxury accessories diving price reduction; at the same time, compared with traditional luxury goods, designer brands tend to have smaller production scale, resulting in the current designer brand accessories price is particularly high.

Shop Band of Outsiders has been closed

Bags in Band of Outsiders

The same problem emerged.

But the way to restructure the two is quite different: the Reed Krakoff after restructuring is more focused on bags, but it cuts the price down to a great extent, while Band of Outsiders will reduce the proportion of accessories, and then change the design director to fight the clothing market.

The two brands of fork in the road are a daydream.

Jonathan Saunders

Jonathan Saunders and Kris Van Assche encountered another important problem. For small-scale brand designers without flagship stores (Jonathan Saunders's closure in Japan earlier this year), efficient circulation with online and retailers is critical.

Jonathan Saunders

Barneys, Saks and other high-end high-end buyer's department stores have been a lot of help in the development of designer brand, but in the past few years, with the impact of electric business and the slow economic recovery in Europe and America, the department store industry is also facing the dilemma of continuous decline of passenger flow and the decline of same store sales. Recently, more and more middle and high end announces the low price area, showing that consumers are sensitive to price.

* Kris Van Assche

Over the same period, subprime resale markets such as buyer shops are also shrinking.

Electricity suppliers and buyers' orders have become the key.

In the same designer brand, Jonathan Saunders and Kris Van Assche have a fatal disadvantage: the new speed.